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GROWTH BRANDS.

BEVERAGE DYNAMICS IDENTIFIES THE FASTEST-GROWING BRANDS OF WINE, BEER AND SPIRITS IN THE BEVERAGE ALCOHOL INDUSTRY.

In preparation for a report on the beverage alcohol industry, Beverage Dynamics recently queried several retailers on the direction of their business during the past year. To a person, they responded that business was good, and in some instances, very good. One chain owner even jokingly quipped, "You know what they say -- millenniums come and go, but people are always going to want to drink."

Indeed, the beverage alcohol industry continues to grow, perhaps more directly as a result of the soaring US economy, now in its record-breaking ninth straight year of expansion. In 1999, all segments of the industry -- wine, beer and spirits -- showed volume and dollar increases, according to the Adams Handbook Advance 2000.

In fact, total retail dollars from the sale of wine, beer and distilled spirits jumped almost 5% in 1999, from over $108.3 billion in 1998 to more than $113.5 billion last year. Wine retail sales grew a hefty 5.6% to approximately $15.4 billion; spirits sales produced $34.8 billion, gaining about 2.3%; and beer dollar volume was almost $63.3 billion, up approximately 5.5%. These retail dollar sales highlight not only volume increases across all segments of the industry but also reflect the consumption trends favoring higher-end products. Generally speaking, distilled spirits products such as cognac, imported vodka and other superpremium spirits continued to gain sales. Overall, total spirits consumption increased 1.3% in 1999, reaching a total of 142.4 million 9-liter cases.

Meanwhile, wine consumption continued to grow, with an overall increase of 3.0% in 1999 following a healthy 3.5% increase in 1998. In fact, U.S. wine consumption has now increased for six consecutive years, with last year's total hitting 223 million 9-liter cases. Again, most impressive was the table wine performance, which now accounts for 86.8% of the U.S. wine market, and which had an estimated 3% increase last year, reflecting the category as a whole. Following the trends of recent years, many of the top performers in this group are premium varietal wine.

The beer industry also posted volume gains in 1999, registering a 1.5% increase compared to 1998, with total U.S. beer consumption now at 2.7 billion 2.25-gallon cases. Again, the higher-priced imports had a significant rise, up 10.4%. And light beer, the dominant segment in the beer industry, also performed impressively, registering a 6.0% sales gain.

Clearly, there are products in every category and at every price point that, for a variety of reasons, have either fallen behind or outpaced their respective competitors. And although identifying consumption trends is helpful, actual brand activity is what generates profits. Thus, the rationale behind "Growth Brands," an annual report which uses the latest industry results to highlight those brands that have demonstrated noteworthy growth over the past few years.

Of the four categories of Growth Brands, Fast Track represents the most demanding set of criteria. Among wines and spirits, these are brands whose sales exceeded 100,000 9-liter cases in 1999 while having also demonstrated double-digit growth over each of the past four years. Domestic beers included in the Fast Track must have exceeded 9 million 2.25 gallon cases in 1999 with double-digit growth over each of the past four years. Imported beers included in the Fast Track met the same criteria, with their sales having exceeded 2 million 2.25 gallon cases in 1999. All Fast Track Brands must have at least a five-year. history.

Other brands that have shown significant growth over the past few years, but have not yet been on the market for a full five years, have been designated as Rising Stars.

In addition, in order to highlight traditionally top-selling brands that have consistently grown over the past four years, we've created an Established Growth Brands category. Because many of these brands are already operating from huge sales bases, their percentage gains were often modest relative to their overall case volume, even though these brands have had substantial sales increases and are often leaders among their respective segments.

Finally, there are brands that have had one or two years of sales declines since 1995, but have nevertheless bounced back over the past few years with healthy growth to have a positive impact in the marketplace. We have termed these products Comeback Brands, and they include some of the best-selling brands of wine, beer and spirits in the industry.

FAST TRACK BRANDS

The Fast Track represents the preeminent Growth Brand category, with only 11 spirits brand qualifying for inclusion this year, up one from last year's 10 brands. Once again, Captain Morgan Original Spiced Rum tops the list, underlining the dramatic growth of this flavored rum, which sold 2.25 million 9-liter cases last year. The brand, which upped sales by 13.4% in 1999, has grown by more than a million cases since 1995, with a four-year annual compound growth rate (ACGR) of 21.0%. Canandaigua's Paul Masson Grande Amber Brandy has also regularly appeared as a Fast Track brand since its successful upward repositioning in 1995. The brand's sales eclipsed 900,000 cases last year, showing a 17.7% increase, and its tremendous growth since the mid-'90s is highlighted by a four-year ACGR of 27.3%.

This year, Bacardi Limon entered the Fast Track for the first time after having been a Rising Star brand for several years, a testament to Limon's fabulous growth rate since its introduction in the mid-'90s. In 1999, Limon's sales skyrocketed to just under 900,000 cases, gaining 20.1% from 1998 figures. One of the most successful spirits brands of recent years, Limon's four-year ACGR stands at an impressive 26.5%. Another amazing story is Skyy Vodka, a returning Fast Track brand and one of three vodkas to be included in the category this year. The domestic vodka grew 16.8% last year, reaching sales of an estimated 820,000 cases, and boasts a four-year ACGR of 20.0%. The other vodkas include Ketel One and Absolut Citron, two imports that have experienced tremendous sales growth. Ketel One has grown from sales of 100,000 cases in 1995 to 580,000 cases last year, representing a four-year ACGR of 55.2%. Citron has been separated from the entire Absolut brand for purposes of highlighting its impressive sales grow th. The flavored vodka hit sales of 520,000 cases in 1999, registering a 13% increase and also boasts a double-digit four-year ACGR.

Reflecting the increasing popularity of tequila, that category has two representatives among Fast Track brands, and a prepared cocktail that if not a full-blown tequila certainly includes the Mexican spirit. Jose Cuervo Authentic Margaritas returns to the Fast Track after posting an impressive 27.1% sales gain in 1999 to 689,000 cases; the brand's four-year ACGR stands at a terrific 31.0%. Sauza, Allied Domecq Spirits' upscale tequila, has also garnered impressive sales figures over the past four years, notably upping sales by 33% this past year to 685,000 cases; the brand also has an impressive ACGR of 30%. And Patron, the superpremium tequila, broke into the Fast Track ranks for the first time this year, with a sales jump of 103.4% in 1999 to 120,000 cases.

Two additional superpremium spirits also attained Fast Track status: Bombay Sapphire, the upscale gin from Bacardi USA, made the list for the second year in a row, reaching sales of 360,000 cases last year, an eyeopening gain of 35.8%, and a four-year ACGR of 30.5%; and Remy Amerique's superpremium cordial, Cointreau, which notched sales of 132,000 cases in 1999.

This year, 13 brands of wine are included in the Fast Track category (compared to 10 last year), and, once again, as a group the brands highlight the growth of premium varietals. Interestingly, 8 of the 13 wines were included in the Fast Track category last year (Beringer, Corbett Canyon, Meridian, Clos du Bois, Robert Mondavi Coastal, Rosemount Estates, Rodney Strong and Soleo). Beringer is now one of the top-selling wines in the U.S., which makes its double-digit growth rate all the more impressive. The brand increased sales almost 2 million cases over the past four year, to 4.92 million cases in 1999. Corbett Canyon has likewise had a phenomenal run, with sales skyrocketing from 600,000 cases in 1995 to 3.09 million in 1999, an ACGR of 50.6%. From Australia, Lindemans has been hot for several years, upping sales by 24.1% last year to about 1.42 million cases (ACGR of 27.7%). Meridian is another powerhouse brand from Beringer Wines Estates. The brand broke through the 1 million case barrier this past year, increasing sales 22.3%. And Clos du Bois, from Allied Domecq Wines, also hit sales of 1 million cases for the first time in 1999, posting an sales increase of 12.4%. Robert Mondavi Coastal wines are also hovering near the 1 million case sales mark, following a 22.2% sales increase last year to 984,000 cases (and showing a notable 42.1% four-year ACGR).

Three additional Australian imports are included among fast Track brands. Rosemount Estates has grown from sales of 250,000 cases in 1995 to 900,000 cases last year; the brand gained 20% last year and has a four-year ACGR of 37.7%. Jacob's Creek, imported by Austin, Nichols, saw a hefty 27.1% sales jump last year to 263,000 cases, and Penfolds, imported by Southcorp Wines USA, has sales of 183,000 cases in 1999 and boasts a four-year ACGR of 30%.

Other California wines among Fast Track brands include: Talus, from Turner Road Vintners, which has grown from 46,000 cases in 1995 to 652,000 cases last year, an increase of 36.7% over 1998 and a four-year ACGR of 94.0%; Rodney Strong, which sold 450,000 cases last year (up 18.4%); Soleo, from Trinchero Family Estates, which reached 407,000 cases in 1999, a 38.0% bump in sales over the previous year; and St. Francis, from Kobrand, which garnered sales of 150,000 cases last year and shows a four-year ACGR of 18.9%.

Eleven beer brands qualified for the Fast Track this year, versus only 6 last year. And, once again, the list is dominated by imports (8 of them), though the sales performance of the top brand dwarfs the combined totals of all the others. Bud Light has been a perennial Fast Track brand and as the second best-selling beer in America, deserves a tremendous amount of credit for maintaining a record of double-digit growth. Last year, the brand grew another 11.9% to 395 million 2.25-gallon cases, no small accomplishment for such a high-volume product. Corona Extra (imported from Mexico by Barton Brands and The Gambrinus Company), has tripled its sales over the past four years to become the top-selling imported beer in the U.S. It upped its sales by another 21.4% last year. Two ice beers are rookies to the Fast Track category. Miller Brewing's Icehouse has steadily gained sales, with a four-year ACGR of 12.7%, while A-B's Natural Ice reached 25.5 million cases, featuring a four-year ACGR of 167.2%. Four additional Mexican imports made the Fast Track: Tecate (Labatt USA), with a ACGR of 23.0%, Modelo Especial (Barton/Gambrinus), with a 23.8% ACGR; Dos Equis (Labatt USA), which has grown an average of 20.9% over each of the last four years; and Corona Light (Barton/Gambrinus), which show an impressive four-year ACGR of 34.2%. Labatt Blue is a first-time member of the Fast Track, boasting a 19.9% ACGR; and Newcastle Brown Ale (Scottish & Newcastle), a returning Fast Track brand, features a 26.7% four-year ACGR.

RISING STARS

The Rising Star category presents another compelling snapshot of the beverage alcohol industry, in that it includes the newest brands that have made an impact on the market during the past few years and can point toward some of the latest trends in the marketplace. For example, distilled spirits Rising Stars include a trio of superpremium, high-image vodkas and a trio of flavored spirits, one of them also a new vodka. Absolut Mandrin is Seagram's latest flavored line extension to the continually growing Absolut brand. Introduced last spring, the brand exploded with sales of 180,000 cases in less than a year. Bacardi had an equally successful launch with its 32-proof, juice-flavored rum, Tropico, which ended last year with sales of 200,000 cases. And Captain Morgan's Parrot Bay, the coconut-flavored rum, saw a 31.7% sales increase in its third year on the market, to 270,000 cases. Among superpremium imported vodkas are two Polish vodkas from Millennium Importing: Belvedere, which hit 120,000 cases last year, and Chopin, which sold 60,000 cases in 1999. Sidney Frank's Grey Goose, from France, doubled its sales in 1999, to 100,000 cases. Rounding out the spirits Rising Stars is Barton Brands' Montezuma Triple Sec, no doubt riding on the growth of tequila. The brand reached sales of 97,000 cases last year.

Wine Rising Stars include reasonably priced varietal wines, a segment of the industry that continues to grow rapidly. The Canandaigua Wine Co. boasts three brands among these hot sellers. Arbor Mist, one of the most successful wine launches in recent history, saw its sales boom to 3,45 million cases, a rise of 169.5% in 1999, in only its second year in the market. And, the line of fruit-flavored varietals has recently expanded its line to include several new flavors. Canandaigua has also had success with Mystic Cliffs, which reached sales of 280,000 cases last year, and Coastal Vintners, which rose 88.7% in its second year on the market to 170,000 cases. AV Imports has had tremendous success with its Luna di Luna line of Italina wines, which in the past year have debuted eye-opening packages for the products. The brand skyrocketed an impressive 104.0% last year to 412,000 cases. Delicato wines from Delicato Vineyards has also been making inroads in the market, growing to 740,000 cases in 1999. Gallo's Ecco D omani, after an incredible 370,000 case introductory year in 1997, has almost doubled those initial sales during the past two years to 700,000 cases. Inidigo Hills, another Gallo brand, jumped 33.3% last year to 200,000 cases. Pepperwood Grove, from Cecchetti Sebastiani Cellar, wines also sold 200,000 cases in 1999.

There were only three beer brands to be included among the Rising Stars: Miller's Southpaw Light, which sold 3.1 million 2.25-gallon cases; Murphy's Irish Amber, the import from Heineken USA, which gained 33.3% in 1999, and Anheuser-Busch's tequila-flavored beer, Tequiza, which rolled out to 250,000 cases last year.

ESTABLISHED GROWTH BRANDS

As previously noted, many Established Growth brands are leaders in their respective categories. They are large-volume brands that, in several instances, have been cited as Established Growth brands before, having shown consistent growth over the past four years.

Brown-Forman's Jack Daniel's Black gained 8% last year to more than 3.5 million cases, and UDV's Jose Cuervo/1800 was up 8.3% to more than 3.1 million cases. Absolut (not including any flavor extensions) also eclipsed 3.1 million cases in sales in 1999, and Jim Beam's DeKuyper line of cordials ended the year with sales of just under 2.5 million cases. Seagrams' superpremium Canadian whisky, Crown Royal, also maintained its growth, up 7.6% to more than 2.4 million cases, and the premium cognac Hennessy boosted sales 9.5% last year, to 1.38 million cases. In the low-alcohol refreshment category, Jack Daniel's line of Country Coolers gained 6.3% to 1.36 million cases, while Tanqeuray, the high-end imported gin from Schieffelin & Somerset, reached sales of 1.35 million cases. Other Schieffelin & Somerset brands include Johnnie Walker Red, which hit the 800,000 case mark last year; the higher-end Johnnie Walker Black, which grew 4.2% to sales of 495,000 cases; and the super-premium cordial Grand Marnier, which in creased sales to 400,000 cases, up 6.7%.

Bacardi USA's popular-priced rum, Castillo, broke the I million case barrier in 1999, up 5.6%. Evan Williams, the popular bourbon from Heaven Hill Distilleries, grew to 920,000 cases last year. Indeed, Heaven Hill boasts three other brands among this group: the popular-priced Aristocrat Vodka (625,000 cases in '99), Burnett's White Satin Gin (375,000 cases) and Burnett's Vodka (320,000 cases). Barton Brands also numbers four popular-priced spirits in this category: Montezuma Tequila, which exploded 13.2% to 729,000 cases; Canadian LTD, which sold just under 700,000 cases; Fleischman's Royal Vodka, with a sales increase of 8.5% to just under 650,000 cases; and Crystal Palace Vodka, which posted sales of 585,000 cases. Sales of UDV's Malibu rum shot up dramatically last year, with a 17.3% spike resulting in sales of 657,000 cases. Sidney Frank's Jagermeister, a frequent Growth Brand member, increased its sales to an estimated 515,000 cases.

Two high-end cognacs continued their positive sales momentum. One, Remy Martin, jumped 15.9% last year to sales of 400,000 cases, while Allied Domecq Spirits' Courvoisier upped its sales to 440,000 cases. Allied's Rich & Rare also made the list, growing 10.5% with sales of 420,000 cases. And Allied's superpremium bourbon, Maker's Mark, notched sales of 300,000 cases for the first time, up 11.1%. Bols Cordials, from William Grant & Sons, generated 370,000 case sales, while Jacquin Cordials (Charles Jaquin et Cie) grew to 475,000 cases.

Similar to the spirits segment, wines noted here are some of the best-selling wines in the U.S. Franzia Winetaps (The Wine Group) added another 1 million cases t its sales total in 1999, to 19.9 million. Vendange (Turner Road Vintners) climbed 7.3% to over 4.6 million cases. E&J Gallo numbered three wines among the Established Growth brands: Turning Leaf (3.2 million cases) Copperidege (1.75 million cases); and Burlwood (700,000 cases). Sales of Brown-Forman's Fetzer popped up a significant 8.3%, to 2.6 million cases; however, the company's Korbel did even better, with a 20% increase (1.5 million cases) for the sparking wine. And speaking of sparkling wine, the French champagne Moet & Chandon (Schieffelin & Somerset) also jumped 20% last year to 900,000 cases. And the Italian sparkler, Martini & Rossi Asti (imported by Bacardi USA) posted a 31.0% increase last year to 845,000 cases.

Other high-volume wines that continue to generate sales increases include Casarsa (Gary Raden & Sons), to 1.2 million cases; Georges Duboeuf (imported by W.J. Deutsch/Winesellers Ltd.), to just under 1.2 million cases; Beaulieu Vineyard (UDV Wines), up 7.1% to 921,000 cases; Folonari (imported by Frederick Wildman & Sons), to 767,000 cases; and CK Mondavi (Charles Krug), to 725,000 cases. The largest percentage gainer among Established Growth brands was Black Opal, imported from Australia by Mildara Blass. The brand shot up 88.1% last year to sales of 790,000 cases. Classic Wines of California produces two wines that made the list: Forest Glen, which sold 555,000 cases, and Forest Ville Vineyards, which posted sales of 430,000 cases. Completing the list of wines are Martini & Rossi Vermouth (Bacardi USA), with sales of 505,000 cases; Schmitt Soehne, at 520,000 cases; and Citra, imported by Palm Bay Imports, with sales of 580,000 cases.

Six beers qualify to be Established Growth brands, divided evenly between domestics and imports. Anheuser-Busch's Natural Light and Bush Light (106 million and 70.5 million 2.25-gallon cases respectively); Heinenken, up 9.3% to 47 million cases; Sam Adams Boston Lager (9.65 million cases); and from the GuinnessBass Import Co., Guinness Stout and Bass Ale (up 9.7% and 8.2% respectively).

COMEBACK BRANDS

This final category recognizes those major brands that experienced a sales decline within the past four years and have since reversed that decline, showing positive sales momentum. For instance, Smirnoff's almost 400,000 case sales decline in 1997 has since been dramatically reversed with the top-selling vodka showing 1999 sales of more than 6.25 million cases. UDV North America had two additional Comeback brands: Stolichnaya, which rebounded last year to more than 1.2 million cases, a gain of 8.2%; and Rumple Minze, the cordial that has been steadily increasing sales since its down year in 1996 (last year it was up 7.6% to 296,000 cases). Allied Domecq has four spirits included in this category, all of which had sales declines in 1996 and have been gaining ever since: Hiram Walker Cordials (sales of more than 1 million cases in 1999), Kahlua Drinks-To-Go, which had a phenomenal 40.7% gain last year, to 865,000 cases; Beefeater, which notched sales of 650,000 cases in 1999; and Giro tequila, at 435,000 cases . Other spirits Comeback brands include McCormick Vodka, with 1999 sales of almost 1.5 million cases; Skol Vodka (Barton Brands), which topped 1 million cases for the first time last year; Juarez tequila (David Sherman Corp.), which grew an impressive 9.1% to 360,000 cases; Mr. Boston Cordials (Barton Brands), up 12.1% to 268,000 cases; and Finlandia Vodka (Brown-Forman), which jumped 12.5% to 252,000 cases.

Several wine Comeback brands had outstanding years in 1999. For example, Almaden (Canandaigua) exploded up 17.0% to just under 9 million cases, Woodbridge (Robert Mondavi) gained 14.8% to 5.4 million cases. Two imported sparklers faired well also: from Spain, Freixenet (Freixenet USA) jumped 35.0% last year to more than 1 million cases, and the Italian Tosti Asti (Tyfield Importers) rose 16.5% to 375,000 cases. Cook's, the California sparkler from Canandaigua, also increased, by 7.1%, to 1.67 million cases. Other wines include Bolla wines (Brown-Forman), up 11.1% to 1.1 million cases; Stimson Lane's Chateau Ste. Michelle (up 10.5% to 696,000 cases); Leonard Kreusch (9.4% increase, to 608,000 cases); and Gallo's Eden Roc, up 10% to 275,000 cases.
 Fast Track Brands
 Distilled Spirits and Wine: The brand must
 have exceeded 100,000 9-liter cases in 1999,
 with double-digit growth over each of the
 past four years. All brands must also be at
 least five full years of age.
 DISTILLED SPIRTS (Thousands of 9-Liter Cases)
BRAND SUPPLIER 1995 1996 1997
Captain Morgan Seagram Americas 1,050 1,330 1,543
Paul Masson Brandy Canadaigua Wine Co. 350 450 600
Bacardi Limon Bacardi USA 350 445 570
Skyy Skyy Spirits 396 500 594
Jose Cuervo Authentic M'grita UDV North America 234 307 390
Sauza Allied Domecq Spirits USA 240 270 350
Ketel One Vodka Nolet Spirits USA 100 200 300
Absolut Citron Seagram Americas 310 360 400
Bombay Sapphire Bacardi USA 124 163 250
Cointreau Remy Amerique 65 75 95
Patron St. Maarten Spirits, Ltd. 23 35 39
 99/98 99/95
BRAND 1998 1999 % Chg ACGR
Captain Morgan 1,985 2,250 13.4% 21.0%
Paul Masson Brandy 780 918 17.7% 27.3%
Bacardi Limon 745 895 20.1% 26.5%
Skyy 702 820 16.8% 20.0%
Jose Cuervo Authentic M'grita 542 689 27.1% 31.0%
Sauza 515 685 33.0% 30.0%
Ketel One Vodka 450 580 28.9% 55.2%
Absolut Citron 460 520 13.0% 13.8%
Bombay Sapphire 265 360 35.8% 30.5%
Cointreau 120 132 10.0% 19.4%
Patron 59 120 103.4% 51.1%
 WINE (Thousands of 9-Liter Cases)
BRAND SUPPLIER 1995 1996 1997 1998
Beringer Beringer Wine Estates 3,000 3,600 4,000 4,473
Corbett Canyon The Wine Group 600 1,010 2,300 2,810
Lindemans Southcorp Wines USA 535 700 959 1,145
Meridian Beringer Wine Estates 315 473 630 842
Clos du Bois Allied Domecq Wines, USA 539 648 758 890
Robert Mondavi - Coastal Robert Mondavi Winery 241 457 649 805
Rosemount Estate Rosemount Estates 250 340 540 750
Talus Turner Road Vintners 46 282 389 477
RodneyStrong Rodney Strong Vineyards 215 281 320 380
Soleo Trinchero Family Estates 145 174 267 295
Jacob's Creek Austin, Nichols 101 138 186 207
Penfolds Southcorp Wines USA 64 97 128 162
St. Francis Kobrand 75 100 110 135
 99/98 99/95
BRAND 1999 % Chg ACGR
Beringer 4,920 10.0% 13.2%
Corbett Canyon 3,090 10.0% 50.6%
Lindemans 1,421 24.1% 27.7%
Meridian 1,030 22.3% 34.5%
Clos du Bois 1,000 12.4% 16.7%
Robert Mondavi - Coastal 984 22.2% 42.1%
Rosemount Estate 900 20.0% 37.7%
Talus 652 36.7% 94.0%
RodneyStrong 450 18.4% 29.4%
Soleo 295 38.0% 27.0%
Jacob's Creek 263 27.1% 27.0%
Penfolds 183 13.0% 30.0%
St. Francis 150 11.1% 18.9%
 BEER (Thousands of 2.25-Gallon Cases)
 Domestic brands must have exceeded 9 million
 2.25 gallon cases in 1999, and imported
 brands must have exceeded 2 million 2.25-
 gallon cases in 1999, with double-digit
 growth over each of the past four years.
BRAND SUPPLIER 1995 1996 1997
Bud Light Anheuser-Busch 246,500 284,500 314,500
Corona Extra Barton/Gambrinus 21.300 29,000 39,400
Icehouse Miller Brewing 19,400 22,000 24,800
Natural Ice Anheuser-Busch 500 14,000 17,500
Labatt Blue Labatt USA 6,100 7,400 9,280
Tecate Labatt USA 3,900 4,920 6,020
Foster's Lager Molson USA 4,900 5,450 6,800
Modelo Especial Barton/Gambrinus 1,850 2,200 3,067
Dos Equis Labatt USA 2,000 2,425 2,995
Corona Light Barton/Gambrinus 1,150 1,500 2,100
Newcastle Brown Ale Scottish & Newcastle Importers 1,200 1,726 2,238
 99/98 99/95
BRAND 1998 1999 % Chg ACGR
Bud Light 353,000 395,000 11.9% 12.5%
Corona Extra 53,896 65,450 21.4% 32.4%
Icehouse 28,244 31,345 11.0% 12.7%
Natural Ice 22,000 25,500 15.9% 167.2%
Labatt Blue 11,100 12,600 13.5% 19.9%
Tecate 7,660 8,935 16.6% 23.0%
Foster's Lager 7,950 8,820 10.9% 15.8%
Modelo Especial 3,374 4,345 28.8% 23.8%
Dos Equis 3,655 4,275 17.0% 20.9%
Corona Light 2,944 3,733 26.8% 34.2%
Newcastle Brown Ale 2,696 3,089 14.6% 26.7%
Note: 1999 Numbers are preliminary.
ACGR=Annual Compound Growth Rate.
Source: Adams Business Media - Reserarch Database.
 Rising Stars
 Brands less than five years of age that have exhibited
 substantial growth over the past few years.
 DISTILLED SPIRTS (Thousands of 9-Liter Cases)
 99/98
BRAND SUPPLIER 1996 1997 1998 1999 % Chg
Capt. Morgan's Parrot Bay Seagram Americas -- 120 205 270 31.7%
Tropico Bacardi USA -- -- -- 200 --
Absolut Mandrin Seagram Americas -- -- -- 180 --
Belvedere Vodka Millenium Importer 10 40 90 120 33.3%
Grey Goose Sidney Frank Importing -- 18 50 100 100.0%
Montezuma Triple Sec Barton Brands 55 68 76 97 27.6%
Chopin Vodka Millenium Importer -- 15 40 60 50.0%
 WINE (Thousands of 9-Liter Cases)
 99/98
BRAND SUPPLIER 1996 1997 1998 1999 % Chg
Arbor Mist Canandaigua Wine -- 1,280 3,450 169.5%
Delicato Delicato Vineyards 175 315 625 740 18.4%
Ecco Domani E & J Gallo Winery -- 370 600 700 16.7%
Luna di Luna A. V. Imports 105 165 202 412 104.0%
Mystic Cliffs Canandaigua Wine -- 210 280 33.3%
Pepperwood Grove Cecchetti Sebastiani Cellar 63 104 180 200 11.1%
Indigo Hills E & J Gallo Winery -- 100 150 200 33.3%
Coastal Vitners Canandaigua Wine 90 170 83.9%
 BEER (Thousands of 2.25-Gallon Cases)
 99/98
BRAND SUPPLIER 1996 1997 1998 1999 %Chg
Southpaw Light Miller Brewing -- 1,722 2,756 3,100 12.5%
Murphy's Irish Amber Heineken USA 137 200 300 400 33.3%
Tequiza Anheuser-Busch -- -- 90 250 117.8%
Note: 1999 numbers are preliminary.
Source: Adams Business Media - Reserarch Database.
 Established Growth Brands
 Top-selling brands that have grown
 moderately or substantially over the
 past four years.
 DISTILLED SPIRITS (Thousands of
 9-Liter Cases)
BRAND SUPPLIER 1995 1996 1997
Jack Daniel's Black Brown-Forman Beverages 2,807 2,809 2,865
Jose Cuervo/1800 UDV North America 2,350 2,645 2,890
Absolut Seagram Americas 2,580 2,870 2,930
DeKuyper Jim Beam Brands 2,010 2,131 2,291
Crown Royal Seagram Americas 1,820 1,965 2,175
Hennessy Schieffelin & Somerset 715 930 1,080
Jack Daniel's Country Cooler Brown-Forman Beverages 750 1,000 1,152
Tanqueray Schieffelin & Somerset 1,295 1,310 1,315
Castillo Bacardi USA 910 935 960
Evan Williams Heaven Hill Distilleries 895 900 910
Johnnie Walker Red Schieffelin & Somerset 770 780 790
Montezuma Tequila Barton Brands 540 596 627
Canadian LTD Barton Brands 550 642 664
Malibu UDV North America 460 489 536
Fleischmann's Royal Vodka Barton Brands 530 569 595
Aristocrat Vodka Heaven Hill Distilleries 590 600 605
Crystal Palace Vodka Barton Brands 485 496 502
Jagermeister Sidney Frank Importing 440 485 490
Johnnie Walker Black Schieffelin & Somerset 420 430 470
Jacquin Cordials Charles Jacquin et Cie 375 380 385
Courvoisier Allied Domecq Spirits USA 390 400 410
Rich & Rare Allied Domecq Spirits USA 305 332 350
Grand Marnier Schieffelin & Somerset 340 360 365
Remy Martin Remy Amerique 250 260 300
Burnett's White Satin Gin Heaven Hill Distilleries 350 360 365
Bols Cordials William Grant & Sons 295 300 320
Burnett's Vodka Heaven Hill Distilleries 190 200 260
Maker's Mark Allied Domecq Spirits USA 185 212 225
 99/98 99/95
BRAND 1998 1999 % Chg ACGR
Jack Daniel's Black 3,300 3,565 8.0% 6.2%
Jose Cuervo/1800 2,917 3,158 8.3% 7.7%
Absolut 3,060 3,110 1.6% 4.8%
DeKuyper 2,376 2,492 4.9% 5.5%
Crown Royal 2,250 2,420 7.6% 7.4%
Hennessy 1,260 1,380 9.5% 17.9%
Jack Daniel's Country Cooler 1,279 1,360 6.3% 16.0%
Tanqueray 1,320 1,350 2.3% 1.0%
Castillo 975 1,030 5.6% 3.1%
Evan Williams 915 920 0.5% 0.7%
Johnnie Walker Red 795 800 0.6% 1.0%
Montezuma Tequila 644 729 13.2% 7.8%
Canadian LTD 672 697 3.7% 6.1%
Malibu 560 657 17.3% 9.3%
Fleischmann's Royal Vodka 597 648 8.5% 5.2%
Aristocrat Vodka 615 625 1.6% 1.5%
Crystal Palace Vodka 568 585 3.0% 4.8%
Jagermeister 500 515 3.0% 4.0%
Johnnie Walker Black 475 495 4.2% 4.2%
Jacquin Cordials 450 475 5.6% 6.1%
Courvoisier 425 440 3.5% 3.1%
Rich & Rare 380 420 10.5% 8.3%
Grand Marnier 375 400 6.7% 4.1%
Remy Martin 345 400 15.9% 12.5%
Burnett's White Satin Gin 370 375 1.4% 1.7%
Bols Cordials 345 370 7.2% 5.8%
Burnett's Vodka 310 330 6.5% 14.8%
Maker's Mark 270 300 11.1% 12.8%
 WINE (Thousands of 9-Liter Cases)
BRAND SUPPLIER 1995 1996 1997
Franzia Winetaps The Wine Group 13,000 15,800 17,910
Vendange Turner Road Vintners 2,470 3,176 3,801
Turning Leaf E & J Gallo Winery 800 1,695 2,800
Fetzer Brown-Forman Beverages 1,925 2,300 2,350
Copperidge E & J Gallo Winery 1,100 1,300 1,450
Korbel Brown-Forman Beverages 1,085 1,100 1,150
Casarsa Gary Raden & Sons 430 935 1,050
Georges Duboeuf W.J. Deutsch & Sons 820 975 1,100
 /Winesellers, LTD
Beaulieu Vineyard UDV Wines 530 570 770
Moet & Chandon Schieffelin & Somerset 530 625 680
Martini & Rossi Asti Bacardi USA 570 620 630
Black Opal Mildara Blass Wines 284 380 385
Folonari Frederick Wildman & Sons 705 725 750
C K Mondavi Charles Krug Winery 153 495 550
Burlwood E & J Gallo Winery 40 400 550
Citra Palm Bay Imports 370 490 550
Forest Glen Classic Wines of California 130 250 450
Schmitt Soehne H. Schmitt Soehne 320 360 400
Martini & Rossi Bacardi USA 460 474 485
Forest Ville Vineyards Classic Wines of California 215 275 340
 99/98 99/95
BRAND 1998 1999 % Chg ACGR
Franzia Winetaps 18,900 19,900 5.3% 11.2%
Vendange 4,315 4,629 7.3% 17.0%
Turning Leaf 3,100 3,200 3.2% 41.4%
Fetzer 2,400 2,600 8.3% 7.8%
Copperidge 1,650 1,750 6.1% 12.3%
Korbel 1,250 1,500 20.0% 8.4%
Casarsa 1,150 1,208 5.0% 29.5%
Georges Duboeuf 1,175 1,185 0.9% 9.6%
Beaulieu Vineyard 860 921 7.1% 14.8%
Moet & Chandon 750 900 20.0% 14.2%
Martini & Rossi Asti 645 845 31.0% 10.3%
Black Opal 420 790 88.1% 29.1%
Folonari 760 767 0.9% 2.1%
C K Mondavi 675 725 7.4% 47.5%
Burlwood 650 700 7.7% 104.5%
Citra 570 580 1.8% 11.9%
Forest Glen 550 555 0.9% 43.7%
Schmitt Soehne 500 520 4.0% 12.9%
Martini & Rossi 490 505 3.1% 2.4%
Forest Ville Vineyards 425 430 1.2% 18.9%
 BEER (Thousands of 2.25-Gallon Cases)
BRAND SUPPLIER 1995 1996 1997 1998
Natural Light Anheuser-Busch 95,000 95,500 96,000 100,500
Busch Light Anheuser-Busch 56,000 59,500 62,500 67,500
Heineken Heineken USA 34,314 37,813 39,900 43,000
Samuel Adams Boston Lager Boston Beer 7,900 9,200 9,500 9,600
Guinness Stout Guinness-Bass Import 4,700 5,650 7,000 8,731
Bass Ale Guinness-Bass Import 4,350 5,075 5,750 6,351
 99/98 99/95
BRAND 1999 % Chg ACGR
Natural Light 106,000 5.5% 2.8%
Busch Light 70,500 4.4% 5.9%
Heineken 47,000 9.3% 8.2%
Samuel Adams Boston Lager 9,650 0.5% 5.1%
Guinness Stout 9,577 9.7% 19.5%
Bass Ale 6,873 8.2% 12.1%
Note: 1999 numbers are preliminary.
ACGR=Annual Compound Growth Rate.
Source: Adams Business Media - Reserarch Database.
 Comeback Brands
 Brands that have increased sales
 after a recent decline.
 DISTILLED SPIRITS (Thousands of
 9-Liter Cases)
BRAND SUPPLIER 1995
Smirnoff UDV North America 5,500
McCormick Vodka McCormick Distilling 1,235
Stolichnaya UDV North America 980
Hiran Walker Cordials Allied Domecq Spirits USA 1,150
Skol Vodka Barton Brands 810
Kahlua Drinks to Go/Ready to Drink Allied Domecq Spirits USA 200
Beefeater Allied Domecq Spirits USA 618
Giro Allied Domecq Spirits USA 525
Juarez David Sherman 285
Rumple Minze UDV North America 245
Mr. Boston Cordials (incl. flav. Brandy) Barton Brands 220
Finlandia Brown-Forman Beverages 240
 99/98
BRAND 1996 1997 1998 1999 % Chg
Smirnoff 5,951 5,565 6,078 6,258 3.0%
McCormick Vodka 1,206 1,324 1,438 1,479 2.9%
Stolichnaya 1,055 1,130 1,117 1,209 8.2%
Hiran Walker Cordials 1,061 1,030 1,045 1,060 1.4%
Skol Vodka 928 924 959 1,012 5.5%
Kahlua Drinks to Go/Ready to Drink 196 335 615 865 40.7%
Beefeater 590 620 645 650 0.8%
Giro 380 395 430 435 1.2%
Juarez 275 308 330 360 9.1%
Rumple Minze 205 250 275 296 7.6%
Mr. Boston Cordials (incl. flav. Brandy) 213 217 239 268 12.1%
Finlandia 220 183 224 252 12.5%
 WINE (Thousands of 9-Liter Cases)
BRAND SUPPLIER 1995 1996 1997 1998 1999
Almaden Canandaigua Wine 7,300 7,100 7,600 7,660 8,960
woodbridge Robert Mondavi Winery 4,354 4,683 4,239 4,702 5,399
Cook's Canandaigua Wine 1,550 1,600 1,500 1,560 1,670
Bolla Brown-Forman Beverages 955 957 956 990 1,100
Freixenet Freixenet USA 838 816 735 759 1,025
Chateau Sto. Michelle Stimson Lane Vineyards 577 637 600 630 696
Leonard Kreusch Leonard Kreusch 490 500 494 556 608
Tosti Asti Tyfield Importers, Inc. 390 300 318 322 375
Eden Roc E & J Gallo Winery 250 238 235 250 275
 99/98
BRAND % Chg
Almaden 17.0%
woodbridge 14.8%
Cook's 7.1%
Bolla 11.1%
Freixenet 35.0%
Chateau Sto. Michelle 10.5%
Leonard Kreusch 9.4%
Tosti Asti 16.5%
Eden Roc 10.0%
 BEER (Thousands of 2.25-Gallon Cases)
BRAND SUPPLIER 1995 1996 1997
Miller Lite Miller Brewing 218,500 220,000 220,100
Coors Light Coors Brewing 183,000 182,000 185,000
Michelob Light Anheuser-Busch 31,700 35,100 34,400
Michelob Anheuser-Busch 29,800 30,500 27,000
Keystone Light Coors Brewing 28,000 26,800 26,950
Rolling Rock Labatt USA 13,200 12,930 12,700
George Killian's Irish Red Coors Brewing 8,900 8,500 8,300
Beck's Beck's North America 7,350 6,582 7,396
 99/98
BRAND 1998 1999 % Chg
Miller Lite 215,278 220,000 2.2%
Coors Light 193,200 203,000 5.1%
Michelob Light 36,000 38,500 6.9%
Michelob 28,500 30,500 7.0%
Keystone Light 27,600 28,500 3.3%
Rolling Rock 13,635 14,175 4.0%
George Killian's Irish Red 8,700 9,200 5.7%
Beck's 8,500 8,808 3.6%
Note: 1999 numbers are preliminary.
ACGR=Annual Compound Growth Rate.
Source: Adams Business Media - Reserarch Database.
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Author:Brandes, Richard
Publication:Beverage Dynamics
Date:Apr 1, 2000
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